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http://dx.doi.org/10.5392/JKCA.2019.19.02.328

Exploring the Analysis of Male and Female Shopper's Visual Attention to Online Shopping Information Contents: Emphasis on Human Brand Image  

Hwang, Yoon Min (충북대학교 경영대학 경영학부)
Lee, Kun Chang (성균관대학교 경영대학 글로벌경영학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.2, 2019 , pp. 328-339 More about this Journal
Abstract
Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.
Keywords
Online Shopping; Eye-Tracking; Visual Attention; Human Brand; Gender;
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Times Cited By KSCI : 4  (Citation Analysis)
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